Brand Tone

Edgy and Playful, Enthusiastic and Passionate, Community-Oriented and Personal, Bold and Confident, Humorous

Brand Values

• •Indulgence and Satisfaction
• •Quality and Freshness
• •Innovation and Variety
• •Community and Connection
• •Hustle and Passion
• •Health-Conscious Options (Protein Cookies)

Best Practices

• •Embrace the "Dealer" Vernacular: Consistently use playful, edgy terms related to "dealing," "addiction," "stash," and "fix" but always in a lighthearted, fun context that refers to the cookies.
• •Maintain High Energy and Enthusiasm: Use exclamation points judiciously, strong positive adjectives ("insane," "unreal," "crazy good"), and an overall excited tone when describing products and drops.
• •Keep it Personal and Relatable: Continue sharing the brand's story, highlighting Karen's involvement, and addressing the audience directly and informally (e.g., "your dealer," "cookie fam").
• •Balance Indulgence with Quality/Benefit: While the tone is playful and indulgent, always reinforce the quality of ingredients, the deliciousness, and, for protein cookies, the nutritional benefits.
• •Use Visuals That Match the Tone: Ensure photography and videography on social media and the website are vibrant, perhaps a little edgy, and make the cookies look irresistible and indulgent, aligning with the bold and fun personality of the brand. Their current social media often reflects this well.

Social Perception

Highly Desirable and Hyped, Delicious and High Quality, Addictive (in a good way), Fun and Engaging Brand, Associated with Fitness/Bodybuilding Community, Premium Product (Pricey but often seen as worth it), Strong Social Media Presence

Copy Examples

• •Headline: "Your Next Hit is Here. 🔥" Body: "Fresh drop alert! We’ve been baking up a storm, and this week’s lineup is straight fire. Don’t sleep on these – they’ll be gone before you can say 'cookie coma'. Cop your stash now. #MyCookieDealer #GetYourFix"
• •Headline: "Warning: May Cause Extreme Happiness (and Cravings)." Body: "Our half-pound heavyweights are back in stock. Packed with [Flavor Ingredient 1] and [Flavor Ingredient 2], this is the treat you didn’t know you needed (but totally do). Surrender to the sweet side. Your dealer wouldn't lie. 😉"
• •Headline: "Protein Packed. Flavor Attacked. 😤" Body: "Who said gains can't be gourmet? Our [Protein Flavor] Protein Cookie is loaded with XXg of protein and 100% pure deliciousness. Fuel your hustle the tasty way. Link in bio – get yours before they’re history."
• •Headline: "The Secret's Out (Sort Of). 🤫" Body: "Our 'Secret Stash' box just got an upgrade. A mystery mix of our most addictive flavors, hand-picked by the Cookie Queen Pin herself. Trust us, you want in on this. Limited boxes available – don't say we didn't warn ya! #CookieCartel"
• •Headline: "Dear Weekend, We Got You. ❤️🍪" Body: "Long week? You deserve this. Our [Featured Cookie Flavor] is the ultimate reward. Gooey, loaded, and guaranteed to make you forget all your troubles. Order up and let the sugar high begin! #MyCookieDealer #SweetSurrender"